YouTube viewers are about to face an unwelcome addition to their television app experience: more unskippable advertisements. In a recent announcement at its Brandcast event for advertisers, YouTube revealed its plans to introduce 30-second unskippable ads on connected TVs. However, advertisers interested in capturing this captive audience will need to enroll in YouTube Select, the targeting option aimed at reaching viewers of the platform’s most popular programs.
As reported by Endgadget, YouTube, a subsidiary of Alphabet (GOOGL), states that approximately 70% of YouTube Select impressions are delivered to televisions. By signing up for this service, advertisers will gain the opportunity for “richer storytelling,” according to YouTube’s statements at the event.
Interestingly, YouTube had previously phased out 30-second unskippable ad slots on YouTube Select in 2018. Nevertheless, under the leadership of new CEO Neal Mohan, the platform has decided to reintroduce this option for advertisers. Sean Downey, President of Sales at Google and YouTube, shared with Adweek that this move aims to facilitate advertising for those who typically utilize linear television.
In addition to the reintroduction of unskippable ads, YouTube has another offering in store for advertisers: ads that commence when users pause videos. This feature provides an additional avenue for brands to capture viewers’ attention.
The Interactive Advertising Bureau predicts that digital video advertising spending will experience a 17% year-over-year growth, reaching $55.2 billion in 2023. This projection highlights the importance and potential of digital video advertising in the coming years.